Instagram SEO sounds like a buzzword. But it’s not.

In 2025, Instagram is more than a photo-sharing app. It’s a search engine in its own right. Users are now discovering products, places, and content by typing keywords directly into the search bar, not just scrolling endlessly through their feed.

The problem? Most brands are still treating Instagram like it’s 2018. Hashtag-heavy captions, irrelevant alt text, and zero search intent in sight.

Here’s what Instagram SEO actually means and how to start using it before everyone else catches on.

Wait, What Is Instagram SEO?

Instagram SEO is the process of optimising your profile and content so it shows up in Instagram’s in-app search results.

Just like Google, Instagram wants to serve users content that’s relevant, engaging, and keyword-aligned. The algorithm pulls from multiple data points to surface results, such as caption text, username, handle, bio, alt text, and even in-video speech or visuals (yep, they’re getting smarter).

This means if you’re not thinking about searchability when you post, you’re probably invisible to users who aren’t already following you.

How Instagram Search Actually Works Now

Here’s what Instagram is (and isn’t) indexing behind the scenes:

• Username & handle: Including keywords here helps visibility
• Bio: Acts as a keyword anchor for your niche
• Captions: Keyword-rich descriptions boost discoverability
• Alt text: Often ignored, but great for keyword relevance and accessibility
• Hashtags: Still matter, but less than they used to
• Location tags: Essential for local search visibility
• Audio & visual data: AI is scanning reels and videos for context

Instagram’s search engine is no longer just hashtag-driven. It’s context-driven.

Why Most Brands Aren’t Ready

Let’s be honest. Most brand accounts are still stuck in the loop of aesthetic posts and trending audios. But strategy? Rarely baked in.

Here’s where brands are falling short:

• Writing vague, keyword-less captions
• Ignoring alt text or using it incorrectly
• Overusing irrelevant hashtags
• Not optimising their bio for search intent
• Posting content with zero consideration for how it might be found

The result? They’re limiting their reach to only their followers, while discoverability potential sits untapped.

What Instagram SEO Looks Like in Practice

Here’s what brands doing it well are starting to focus on:

1. Keyword-Rich Captions

Use natural language your audience might actually type into the search bar. Think: “easy vegan recipes” instead of “our latest dish 😋”.

2. Alt Text That Adds Value

Stop leaving it blank — or worse, stuffing it with hashtags. Use clear, descriptive alt text aligned with your topic or product.

3. Bios with Intent

Your bio shouldn’t just be witty. It should clearly state who you are, what you do, and include searchable terms.

4. Descriptive Usernames or Handles (Where Possible)

A handle like @thecontentlab or @londonfitnesscoach will outperform @we.are.dot.dot in search. Brand is important but clarity wins in search.

5. Optimised Reels and Videos

Use on-screen text, relevant audio, and contextual cues that align with what people are searching for. Instagram’s AI is watching, and listening.

Does This Mean Instagram Is Becoming Google?

Not exactly. But user behaviour is changing.

According to multiple studies (including Google’s own), younger users now start their search journeys on platforms like Instagram and TikTok instead of Google.

That means brand visibility isn’t just about ranking on search engines. It’s about being present where search is happening.

Instagram SEO doesn’t replace traditional SEO – it expands your discoverability.

Is It Worth the Effort?

If your brand relies on visibility, community-building, or product discovery, then yes.

Instagram SEO isn’t about chasing the algorithm. It’s about:

• Creating more useful, searchable content
• Making your posts easier to find
• Reaching audiences who didn’t already follow you

It takes a shift in mindset, not necessarily more time or budget.

Search Is Evolving & So Should Your Instagram Strategy

Instagram SEO isn’t a trick. It’s a shift.

The brands that learn how to optimise their content for discoverability today will be the ones leading tomorrow’s conversations, not just showing up in yesterday’s feed.

If you’re already creating great content, you might be closer than you think. You just need to make it easier to find.